P&G Solves Diaper Dilemma with Qualitative Research

Revelation Global recently worked with P&G to solve a big data diaper dilemma. According to P&G’s technical and design data, it offered a full range of sizes, with plenty of overlap in between, to meet the needs of the majority of babies as they grew. They felt that size, therefore, should not be an issue for customers deciding to switch to a competitor’s offer. But sales data showed that P&G was losing volume and market share as parents transitioned between nappy sizes.

Using Revelation’s platform, Revelation|Next, P&G designed a longitudinal digital qualitative study that would enable the research and product team to engage with mothers over a three month period on a daily basis – and capture the key moments of size transition to solve the puzzle.